Can Chagee become the ‘Starbucks of tea’? Its Asia-Pacific CMO Eugene Lee talks about the Chinese brand’s global ambitions
After 16 years at McDonald's, Chagee APAC CMO shares how Chinese companies operate differently in the global arena.
Eugene Lee, a seasoned marketing executive who spent 16 years at McDonald's before joining Shanghai-based Chagee in 2025, discusses the company's global ambitions and lessons from successful Chinese food and beverage brands. Lee reflects on the culture shock of transitioning from McDonald's to Chagee, where rapid decision-making and implementation are the norm.
He highlights the key factors behind Chagee's rapid scaling, including automation, standardisation, and the importance of forming emotional connections with consumers. The conversation also addresses Chagee's declining market valuation and slowing sales, as well as the company's efforts to localise its products for different markets.
Lee notes that while Chagee is expanding quickly, there are concerns about whether consumer demand can keep pace with its growth. Additionally, the discussion explores the broader trend of Chinese retail brands migrating to Singapore and the potential anxiety this may bring to the local market.
Written by urgent.news from Straits Times's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
